Advertisements and Buying Behaviour of Children: An Empirical Study With Reference To Confectionery Products

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1 Averisems an Buing Behaviour of Chiren: An Empirica Su Wih Reference To Confecioner Proucs Dr. Jaaprakash D 1, Jaaakshmi V 2 Associae Professor 1, Deparm of Visua Communicaion, Ves Insiue of Science, Technoog an Avance Suies (Deeme o be Universi), Chennai, Tami Nau, Inia, Emai: jpmeia@gmai.com Assisan Professor 2, Deparm of Visua Communicaion, Hinusan Coege of Ars an Science, Chennai, Tami Nau, Inia, Emai: jaa_coohear@rockemai.com Absrac- Naiona Legisaion an Averising efines averising as he ac of averising proucs o chiren. Averising is he mos infuia an powerfu meium in oa s commercia socie. The main objecive of his research paper is o su an unersan how eevision averisem infuences he preferences mae b chiren before buing confecioner proucs. For his su, 15 chiren beween he age 9 an 12 ears were use as sampe size. Descripive an anaica research esign was use. The meho appie is quaniaive research an probabii samping. The su gave a usefu insigh on s mae b chiren whie buing heir prouc afer waching eevision averisems. Inex Terms: Teevision Averisems, Chiren, Confecioner Proucs an Chi Behaviour. 1. INTRODUCTION Mass communicaion of informaion inens o persuae buers so as o maximize he profi (Liefie an Kirkparick, 1971). Averisem, one of he forms of mass communicaion, has become an inegra par of our ives. Hassan (21) efines averisem as pai form of non-persona presaion or promoion of ieas, goos or services which is prese b an iifie sponsor. The omnipresence of averisems makes everone aware of new proucs avaiabe in he marke. I increases heir knowege abou he aes avaiabe proucs in he fie of amos everhing. Chiren are one of he main arge groups of averisers. Averising o chiren is he ac of markeing or averising proucs or services o chiren, as efine b Naiona Legisaion an Averising sanars. Averising o chiren is ofen he subjec of ebae, reaing o he aege infuence on he consumpion b chiren. Averising o chiren can ake pace hrough raiiona meia such as eevision, raio an prin as we as new meia. Chiren in he curr generaion are unique in man was. Chiren ove he wa he eevision se respons insananeous o he mere pressing of a buon. The fee he can conro an make i o wha he wan. Toa one is expose o a arge number of averisems hroughou he a on a sors of proucs an services. One begins a a wih he reminer of averisems for iffer brans of ooh pase caiming freshness of breah, brighness of eeh, ighening of gums an ec. (Chauhan, 21). There is no earh of averisems on varie of ea, coffee, sof rinks, soaps, shampoos, eergs an washing machine. These averisems no on inform or creae awareness bu aso make he auience heah an beau conscious. The infuence of averisems has empe chiren o eman confecioner proucs ike chocoaes, cakes, cookies, biscuis, ice cream, canies ec. Chiren are fascinae b eevision commercias which have grea reach in a-o-a ifese. Commercias on eevision caches he oung min hrough aracive feaures ike ive music, soun effecs, pecuiar voices, aracive coors, jinges, bran, ceebriies, ec. This embes in sees of esire in he min of chiren. In eevision commercias mos of he confecioner proucs are highighe wih caroon characers in orer o persuae chiren ino buing hem. This eas chiren o emanfrom heir pars o bu he prouc wih compems raher han buing he reguar prouc. Pars are force o bu a prouc of heir chiren s. Chiren oa are empe b a whoe wor of goos ha go beon he priori of pars. The averisems arge chiren wih a ver inimae sraeg b using caroon feaures an funk characers ha he are famiiar wih an are cose o heir hears. Chiren are fascinae owars hem hepess an fa for hem evua. 2. NEED FOR THE STUDY Through his su an effor is mae o fin ou how chiren are infuence b he eevision 3465

2 averisems especia owars confecioner proucs. The research process goes wihin he confecioner proucs such as biscuis, chocoaes, ice cream, cakes an muffins. Research esign seece for his projec is escripive an anaica in naure. The su appies quaniaive research mehooog. The oo use is surve quesionnaire. The sampe size is 15 chiren of age group 9-12 ears. The main samping meho use is probabii samping. 3. OBJECTIVES OF THE STUDY The objecives of his su are: 1. To su he naure of chiren whie buing confecioner proucs as a resu of waching eevision averisem 2. To observe he approach an aiue of chiren owars heir par on purchasing he prouc an 3. To anaze chiren s curiosi an buing behaviour wih respec o confecioner proucs. 4. REVIEW OF LITERATURE Krishnan (217) in his su sai ha consumers are infuence b he averisems especia for confecioner proucs. His su focuse paricuar on confecioner proucs ike biscui, chocoaes, nooes an heah rinks. His su is imie o he ci of Tiruppur focusing on on he oca cusomer whose fami saar was ess han Rs.1,/-. He foun ha mos of he chiren s favourie confecioner prouc was nooes. Lavana (217) suie he preference of Cabur proucs among he consumers. A sampe surve was uneraken in he ci of Coimbaore. Her su concrae main on genera price eve, quai & consumer expecaion an overa saisfacion owars Cabur Dair Mik. She foun ou ha consumers consume Cabur Dair Mik basica for is bran name an he varie of favours i offers, especia sik chocoae. Boan an Hafor (216) focuse on eevision averising an braning, effecs on eaing behaviour an foo preferences in chiren. The foun ha chiren s preferences were base on bran names an heir acua foo inake was base on heir own s. The aso foun ha chiren in he UK are expose o consierabe numbers of foo avers on eevision. Such avers have been shown o cause significan increases in inake, paricuar in overweigh an obese chiren. Singh an Ram (21) in heir su sae ha confecioner iems are common consume b amos everone in he socie. Confecioner iems are genera use for he sake of is ase an o saiae sma hunger. Peope or chiren shou consume confecioner iems in opimum quani because is excessive use can harm one s bo.i shou be consume as snacks in ie quani. There are various pes of confecioner iems avaiabe in marke. However, for research purpose his su focuses main on five pes of confecioner iems i.e. canies, wafers, chips, chewing gum an chocoaes. Siiqui an Ahme (213) in heir research focuse on he occurrence of impusive behaviour among oung chiren whie buing confecioner iems. The aa was coece from shops an mas. Pars, eer sibings an granpars accompanie b chiren beween he age (4-12) ears were inerviewe. Thir four percage of he pars mione ha heir kis purchase confecioner iems on an average of 3-4 imes a week. A oa of 72 perc pars mione ha he chi ecies can on impuse purchase an 34 perc mione ha he impusive purchase happens on for confecioner. The concue ha he packageswhich are coorfu were more ike o be picke han he oher esser aracive ones. Pughazheni e a (212) in heir su sae he effeciveness of ceebri enorse confecioner proucs on chiren. The sai ha chiren were ofen infuence b he ceebri enorse proucs especia he confecioner iems. The confecioner proucs incue biscuis, chocoaes, wafers, nooes, sauces an heah rinks. Ssemaic examinaion of he ieraure in eevision averisem for chiren in confecioner proucs has iversifie issues such as, focus on Ceebri enorse Confecioner prouc, unpanne purchase, is packaging se, heir own seecion process, impuse buing behaviour, ec., bu a hese suies were focuse on specific issues ike chiren heah, obesi, viz., bu none of he suies are focuse on he issue wheher chiren are arace o he compem or he ase. Hence, he pres su is highighe o fi he gap on his opic. 5. THEORETICAL FRAME WORK The su has aope he Back Box Moe. I is reae o he back box heor of behaviourism. I is he reaionship beween he cusomer (he buer) an he provier (he seer). The buer s back box conains he buer characerisics an he ecision process, which eermines he buer s response. Consumer Behaviour eas wih a moe cae Back Box. 3466

3 Figure 1. Back Box Moe Environma Facors Buer s Back Box Buer s Markeing Simui Environma Simui Buer s Characerisics Decision Process Response Prouc Price Pace Promoion Economic Technoogica Poiica Cuura Demographic Naura Tabe 1. Environma Facors- Buer s Back Box 6. RESEARCH METHODOLOGY Aiues Moivaion epions Personai Lifese Knowege The arge popuaion for he research was chiren in he age group beween 9 an 12. An he samping uni for his research were chiren beween age 9 an 12 of a seece secion of cass (5 h, 6 h, an 7 h sanar). The su popuaion was chosen from a schoo in Chennai Don Bosco Maricuaion Higher Seconar Schoo, Peravaur. The sampe size of his su was 15 chiren. Equa number of bos an girs were chosen. We srucure quesionnaire was provie o chiren, which incue a pio su an he fina surve quesionnaire. For his su, he iniia quesionnaire was reviewe b schoo sus of he age group The pio su was hepfu for he furher surve of he quesionnaire. The su uses boh primar source an seconar source of aa. The primar aa of his su was coece from he chiren of he above mione schoo. I is reae o he behaviour an response of chiren. The insrum seece for he primar aa was srucure quesionnaire. I was coece b fiing up quesionnaires from chiren. A se of quesions ha been prepare reae o he research opic. The quesions given o he chiren were cose ene. The uni of measurem is base on caegorica variabe. Caegorica variabes are measure on nomina or orina scae. The Probem recogniion Informaion search Aernaive evauaion ecision Pospurchase behaviour seconar aa was coece from books an journas. 7. INTERPRETATION OF DATA Daa Anasis is he process of ssemaica apping saisica an ogica echniques o escribe an iusrae, conense an recap, an evauae aa. The research aa is anaze beween bos an girs of age group 9 o 12. Among 15 chiren, bos an girs are equa isribue. Bo Gir Prouc Bran Deaer iming amoun Vai Vai Fre que nc Vai Cumu aive en Biscuis Chocoa es Cakes an Muffins Ice cream A Toa Biscuis Chocoa es Cakes an Muffins Ice cream A Toa Tabe 2. Consuming Prouc afer Waching Teevision Averisems 3467

4 Bo Vai Gir I is obvious o spo from Tabe 2 ha greaer par of chiren bus biscuis, chocoaes, ice cream, cakes an muffins (i.e.) 68 perc of bos an 6 perc of girs bu prouc afer waching eevision averisem. Whereas, on 9 perc of chiren bu biscuis, 18 perc bu chocoaes, 6 perc bu Cakes an Muffins an 3 perc bu Ice cream afer waching eevision averisems. Vai Freq uenc Vai en Cumuai ve gifs bu 1 ge scrac h coup on Tase Toa gifs bu 1 ge scrac h coup on Tase Toa for bu one ge one an 5 perc for scrach coupon. B V o ai G ir V ai comp em s Tase Freq uenc Per cen Va i Per cen Cum uai ve e n Bran Tria Toa comp em s Tase bran Tria Toa Tabe 4. Purpose of Buing he Prouc Tabe 3. Chiren Buing Prouc Figure 3. Purpose of Buing he Prouc From he aa observaion Figure 3, i is winesse ha amos perc of chiren bu he proucs for he ase han ha of compem an oher reasons. 8. FINDINGS The finings of he su are as foows: Figure 2. Chiren Buing Prouc As noice from Figure 2, i is cear ha 59 perc of chiren prioriize o bu a prouc for is ase (56 perc bos an 61 perc girs). Whereas, 25 perc prefer for gifs, 11 perc Chiren ike o wach eevision averisems an i shows majori of chiren wach he ire averisem of he prouc Chiren bu boh he compem an prouc afer waching eevision 3468

5 Chiren bu confecioner proucs ike biscuis, chocoaes, ice cream, cakes an muffins afer waching TV averisems Chiren bu a prouc for boh ase an gifs Chiren are empe o bu he prouc more han wice Chiren ike Dark Fanas more han oher biscuis Chiren are more aice o Diar Mik an Chocos are rae high among chiren as heir ime pass snacks. Managem Sciences (SMS), Varanasi, Vo. VI, No. 1, CONCLUSION This research concue wih severa finings ha chiren are more arace o bu a prouc because of is ase raher han he compem which is given aong wih i. Tase is he mos effecive oo use b he averisers o make he chiren ge arace o a confecioner prouc. Compems are he eas preferre among chiren whie buing confecioner proucs. This showe ha chiren have iffer ase an behavior on consuming a paricuar confecioner prouc. REFERENCES [1] E.J. Boan an J.C.G. Hafor. Teevision Averising an Braning: Effecs on Eaing Behaviour an Foo Preferences in Chiren. Appeie, 62, pages , 213, Rerieve on 22 n November 218 from hps://oi.org/1.116/j.appe [2] R. Chauhan, Meenakshi. An Inroucion o Averising: The Socia AD Chaenge. Anmo Pubicaions Pv. L., New Dehi, 21. [3] M. Lavana. A Su on Consumer s Preference owars Cabur Proucs in Coimbaore Ci. Inernaiona Journa of Appie Research, Voume 3, Issue 8, pages 62-65, 217. [4] J.E. Liefie & C.A. Kirkparick. Averising Mass Communicaion in Markeing. Vakis, Feffer & Simons Pv. L., Bomba, pages 27, [5] A. Pughazeni e a. A su on Effeciveness of Ceebri Enorse Confecioner Proucs on Chiren wih Specia Reference in Coimbaore Ci Tami Nau Inia. Arabian Journa of Business an Managem Review, Vo. 1, No.7, 212. [6] K. Siiqui an R. Ahme. Impuse Buing Behaviour among Young Chiren. Voume 2, Issue 4 Journa of Asian Research Consorium, 213, Rerieve on 16 h Ocober 218 from hp:// [7] M.R.P. Singh an T. Ram. A Su of Facors Affecing Kis Preferences regaring Confecioner Proucs. Journa of Schoo of 3469